positioning-strategy

Name: positioning-strategy
Author: beingsmit

39stars7forks

How to install positioning-strategy?

beingsmit/technical-product-gtm/positioning-strategy

$npx -y skills add beingsmit/technical-product-gtm --skill positioning-strategy

Installs into the current project.

Summary

Find and own a defensible market position. Use when messaging sounds like competitors, conversion is weak despite awareness, repositioning a product, or testing positioning claims. Includes Crawl-Walk-Run rollout methodology and the word change that improved enterprise deal progr

Files · 1

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SKILL.md

1	# Positioning Strategy
2
3	Find and own a defensible market position. Turn generic messaging into clear differentiation — or at least test whether your differentiation actually resonates before committing to it.
4
5	## When to Use
6
7	Triggers:
8	- "Our messaging sounds exactly like competitors"
9	- "Brand awareness is strong but conversion is weak"
10	- "Sales team can't explain why we're different"
11	- "Buyers see us as interchangeable"
12	- "Should we reposition before we rebrand?"
13	- "How do we test positioning claims?"
14
15	Context:
16	- Competitive markets with similar offerings
17	- Messaging that isn't converting
18	- New product launches
19	- Repositioning existing products
20	- Sales team reports buyer confusion
21
22	---
23
24	## Core Frameworks
25
26	### 1. One Word Can Change Everything (The "Autonomous" Problem)
27
28	The Pattern:
29
30	Early enterprise conversations for an autonomous AI product. Positioned as "autonomous AI agent."
31
32	Developers: "Cool, but scary."
33	Managers: "Will this replace our team?"
34	Deal progression: Slow. Lots of "we'll think about it."
35
36	The Change:
37
38	One word: "autonomous" → "AI teammate"
39
40	Same product. Same capabilities. Different framing.
41
42	Result:
43
44	Developers: "This helps me."
45	Managers: "This makes my team more productive."
46	Deal progression: Measurably faster.
47
48	Why This Matters:
49
50	Positioning isn't what you do. It's what you don't say.
51
52	We could've said "replaces developers" (technically true for some tasks). Would've killed every enterprise deal.
53
54	The Framework: Word Choice Shapes Buyer Psychology
55
56	Words that scare enterprises:
57	- Autonomous (implies: no control, replacing humans)
58	- Replaces (threatens: job security)
59	- Fully automated (removes: human judgment)
60	- AI-first (means: unclear, buzzword)
61
62	Words that convert:
63	- Teammate (implies: collaboration, helping)
64	- Augments (helps: makes humans better)
65	- You stay in control (reassures: human oversight)
66	- Handles repetitive work (specific: saves time)
67
68	How to Test Word Choice:
69
70	Don't guess. Test.
71
72	Test 1: Outbound Email A/B
73	- Send 100 prospects Version A ("autonomous agent")
74	- Send 100 prospects Version B ("AI teammate")
75	- Measure: Reply rate, meeting booked rate
76	- Signal strength: High (real buyer intent)
77
78	Test 2: Website Homepage A/B
79	- Version A: Current positioning
80	- Version B: New word choice
81	- Measure: Click-through rate on key CTAs
82	- Duration: 1-2 weeks minimum
83	- Signal strength: Moderate (interest without commitment)
84
85	Test 3: Sales Call Scripts
86	- Half of AEs use positioning A
87	- Half use positioning B
88	- Measure: Demo-to-trial conversion
89	- Signal strength: High (real sales cycle)
90
91	Common Mistake:
92
93	Changing positioning based on internal consensus, not customer feedback. Your team isn't the buyer.
94
95	---
96
97	### 2. Test Before You Commit (Crawl-Walk-Run Positioning Rollout)
98
99	The Pattern:
100
101	Positioning changes create risk. Brand confusion. Sales misalignment. Customer churn (if existing customers don't recognize you).
102
103	De-risk through phased rollout:
104
105	Crawl Phase (1-2 weeks): Validation
106
107	Test messaging without committing product/org resources.
108
109	Actions:
110	- A/B test website headlines (new vs incumbent)
111	- Run two outbound email sequences (different positioning angles) to cold prospects
112	- Ask existing customers: "If we described ourselves as [new positioning], would you still recognize us?"
113
114	Measurement:
115	- Track CTR on web variants
116	- Track reply rates on outbound sequences
117	- Document qualitative feedback
118
119	Go/No-Go:
120	- At least one positioning variant outperforms incumbent by 20%+ on reply rate
121	- Existing customers don't say "wait, that's not what you do"
122	- Proceed if clear winner; if tied, run longer or test new angles
123
124	Walk Phase (2-3 weeks): Alignment
125
126	If testing validates, align product and sales to new positioning (but don't rebrand publicly yet).
127
128	Actions:
129	- Rewrite website copy (homepage, enterprise pages, CTAs)
130	- Create sales enablement: updated pitch deck, call scripts, email templates
131	- Update documentation to match new narrative
132	- Build use-case-specific examples
133
134	Measurement:
135	- Sales team feedback on messaging usability
136	- Website analytics on engagement (not conversion yet)
137	- Segment analysis (who's responding?)
138
139	Go/No-Go:
140	- Sales team says new messaging is easier to use
141	- CTR metrics improve vs incumbent
142	- No major customer confusion
143	- Proceed to Run
144
145	Run Phase (2-3 weeks and ongoing): Scale
146
147	Full commitment. This is the rebrand.
148
149	Actions:
150	- Launch dedicated landing pages per use case
151	- Outbound campaigns per positioning angle
152	- Update

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positioning-strategy

39stars7forks

View on GitHub

How to install positioning-strategy?

beingsmit/technical-product-gtm/positioning-strategy

$npx -y skills add beingsmit/technical-product-gtm --skill positioning-strategy

Installs into the current project.

Summary

Files · 1

View on GitHub

SKILL.md

1	# Positioning Strategy
2
3	Find and own a defensible market position. Turn generic messaging into clear differentiation — or at least test whether your differentiation actually resonates before committing to it.
4
5	## When to Use
6
7	Triggers:
8	- "Our messaging sounds exactly like competitors"
9	- "Brand awareness is strong but conversion is weak"
10	- "Sales team can't explain why we're different"
11	- "Buyers see us as interchangeable"
12	- "Should we reposition before we rebrand?"
13	- "How do we test positioning claims?"
14
15	Context:
16	- Competitive markets with similar offerings
17	- Messaging that isn't converting
18	- New product launches
19	- Repositioning existing products
20	- Sales team reports buyer confusion
21
22	---
23
24	## Core Frameworks
25
26	### 1. One Word Can Change Everything (The "Autonomous" Problem)
27
28	The Pattern:
29
30	Early enterprise conversations for an autonomous AI product. Positioned as "autonomous AI agent."
31
32	Developers: "Cool, but scary."
33	Managers: "Will this replace our team?"
34	Deal progression: Slow. Lots of "we'll think about it."
35
36	The Change:
37
38	One word: "autonomous" → "AI teammate"
39
40	Same product. Same capabilities. Different framing.
41
42	Result:
43
44	Developers: "This helps me."
45	Managers: "This makes my team more productive."
46	Deal progression: Measurably faster.
47
48	Why This Matters:
49
50	Positioning isn't what you do. It's what you don't say.
51
52	We could've said "replaces developers" (technically true for some tasks). Would've killed every enterprise deal.
53
54	The Framework: Word Choice Shapes Buyer Psychology
55
56	Words that scare enterprises:
57	- Autonomous (implies: no control, replacing humans)
58	- Replaces (threatens: job security)
59	- Fully automated (removes: human judgment)
60	- AI-first (means: unclear, buzzword)
61
62	Words that convert:
63	- Teammate (implies: collaboration, helping)
64	- Augments (helps: makes humans better)
65	- You stay in control (reassures: human oversight)
66	- Handles repetitive work (specific: saves time)
67
68	How to Test Word Choice:
69
70	Don't guess. Test.
71
72	Test 1: Outbound Email A/B
73	- Send 100 prospects Version A ("autonomous agent")
74	- Send 100 prospects Version B ("AI teammate")
75	- Measure: Reply rate, meeting booked rate
76	- Signal strength: High (real buyer intent)
77
78	Test 2: Website Homepage A/B
79	- Version A: Current positioning
80	- Version B: New word choice
81	- Measure: Click-through rate on key CTAs
82	- Duration: 1-2 weeks minimum
83	- Signal strength: Moderate (interest without commitment)
84
85	Test 3: Sales Call Scripts
86	- Half of AEs use positioning A
87	- Half use positioning B
88	- Measure: Demo-to-trial conversion
89	- Signal strength: High (real sales cycle)
90
91	Common Mistake:
92
93	Changing positioning based on internal consensus, not customer feedback. Your team isn't the buyer.
94
95	---
96
97	### 2. Test Before You Commit (Crawl-Walk-Run Positioning Rollout)
98
99	The Pattern:
100
101	Positioning changes create risk. Brand confusion. Sales misalignment. Customer churn (if existing customers don't recognize you).
102
103	De-risk through phased rollout:
104
105	Crawl Phase (1-2 weeks): Validation
106
107	Test messaging without committing product/org resources.
108
109	Actions:
110	- A/B test website headlines (new vs incumbent)
111	- Run two outbound email sequences (different positioning angles) to cold prospects
112	- Ask existing customers: "If we described ourselves as [new positioning], would you still recognize us?"
113
114	Measurement:
115	- Track CTR on web variants
116	- Track reply rates on outbound sequences
117	- Document qualitative feedback
118
119	Go/No-Go:
120	- At least one positioning variant outperforms incumbent by 20%+ on reply rate
121	- Existing customers don't say "wait, that's not what you do"
122	- Proceed if clear winner; if tied, run longer or test new angles
123
124	Walk Phase (2-3 weeks): Alignment
125
126	If testing validates, align product and sales to new positioning (but don't rebrand publicly yet).
127
128	Actions:
129	- Rewrite website copy (homepage, enterprise pages, CTAs)
130	- Create sales enablement: updated pitch deck, call scripts, email templates
131	- Update documentation to match new narrative
132	- Build use-case-specific examples
133
134	Measurement:
135	- Sales team feedback on messaging usability
136	- Website analytics on engagement (not conversion yet)
137	- Segment analysis (who's responding?)
138
139	Go/No-Go:
140	- Sales team says new messaging is easier to use
141	- CTR metrics improve vs incumbent
142	- No major customer confusion
143	- Proceed to Run
144
145	Run Phase (2-3 weeks and ongoing): Scale
146
147	Full commitment. This is the rebrand.
148
149	Actions:
150	- Launch dedicated landing pages per use case
151	- Outbound campaigns per positioning angle
152	- Update

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6 picks

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